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With an existing relationship in place, show creators Herrick Entertainment hired Wheelhouse as an additional agency to on-board sponsors and product placement partners. The Wheelhouse sponsorships team then began amassing content, building packages, developing pitches and executing outreach to targeted brands and agencies for face to face meetings. "We're thrilled to be working with Norton Herrick and his team on this project. It's going to be an exciting competition," states Wheelhouse Marketing & PR President, Julie Curtis. "We have some incredible partners this season and we're already gearing up for brand outreach for season 2."

Season one partnering brands brought in by Wheelhouse Marketing & PR include: BRONX COLORS Urban Cosmetics, Glamcor, Fave4, Algenist and Completely Bare. "The concept of the show was a right fit for our brand," says BRONX COLORS Urban Cosmetics COO, Isabelle von Känel. "With our philosophy being – this is where trends are born – we are right there where new trends are being created before our very eyes."

American Beauty Star brings together twelve celebrity stylists and salon professionals to compete in a series of challenges, from creating high-end editorial looks to the most current glam creations for red carpets and runway shows. At the end of the season, only one contestant will be named American Beauty Star. Longtime Vogue Beauty director Sarah Brown will serve as a judge, alongside an all-star lineup of celebrity guests and beauty industry influencers. American Beauty Star was created by and produced by Herrick Entertainment. Norton Herrick is the executive producer along with Ross Elliot, Christian Murphy and Adriana Lima.

About WHEELHOUSE MARKETING & PR: Based in Fort Worth, TX, Wheelhouse Marketing & PR develops connectivity between brands and unique entertainment properties by creating holistic partnerships that initiate win-win platforms. From public relations campaigns that support the story the brand is expressing, to marketing initiatives and sales programs that are fully supported by inventive collaborations, Wheelhouse takes a distinctive and human approach to manifesting a message that speaks to the heart of the consumer.